Focus on gut health is growing in the market

KANSAS CITY – Advances in science support what Hippocrates said more than 2,000 years ago, that “all disease begins in the gut.” Scientists now know that a balanced and healthy gastrointestinal system is important for overall well-being and vitality. In response, the consumer packaged goods industry is formulating products that promote gut health.

The gut health market, which includes food, beverages and supplements, is estimated at $55.1 billion by 2025 by Market Research Future, New York. The research firm predicts it will reach $115.2 billion by 2035, representing a compound annual growth rate of 7.65% over the forecast period.

To maintain some market taste, the International Scientific Association for Probiotics and Prebiotics (ISAPP) recently published the first international consensus statement defining gut health as “a state of normal gastrointestinal function without active gastrointestinal disease or gut-related symptoms that affect quality of life.”

The ISAPP consensus statement identifies six domains that encompass gut health: gut microbiome, gut barrier, gastrointestinal physiology, gut-brain axis, immune function and metabolism. The domain provides researchers, formulators and health professionals with a common framework for addressing gut health.

Consensus statements may be too scientific for most consumers. To better understand what consumers think, the International Food Information Council (IFIC), Washington, conducted an online spotlight survey – American Perceptions of Gut Health – from May 20-25, 2026. More than 1,000 adults shared their opinions, including the factors and behaviors they believe have the greatest impact.

“Consumers are clearly telling us that gut health is important to them,” said Wendy Reinhardt Kapsak, president and chief executive officer at IFIC. “It has become a high priority in how people think about overall health. However, for many people, gut health is more of a feeling and less of a defined concept.”

Proper digestion and absorption of nutrients is the most commonly chosen definition, according to the IFIC survey. When asked what most affects gut health, Americans identify daily digestive outcomes: digestive comfort, regular bowel movements and nutrient absorption. Fewer are linked to gut-related outcomes, such as immune function, mental or emotional health, brain function or skin health. That damage will change as science advances and consumer education improves.

Almost two-thirds describe gut health as a high or very high priority, according to the IFIC survey. Another 27% of Americans consider it a moderate priority, with just under 1 in 10 reporting that gut health is a low or no priority.

Add and remove

A reported level of importance in managing gut health is for food and beverage formulators to add ingredients associated with better gut health. Others reduce or eliminate compounds in certain foods to make them more tolerable for sensitive people.

“When seeking to support gut health, Americans often report making lifestyle changes rather than relying on specific products or medical interventions,” says Reinhardt Kapsak. “About 3 in 10 said they improved their overall diet, increased their fiber intake through food or became more physically active in the past year.”

Nineteen percent said they increased their consumption of probiotic foods, such as yogurt and kefir. The benefits of probiotics, coupled with America’s increased appetite for protein, have fueled the growth of cultured dairy foods. Many formulators are coating it with other gut-friendly ingredients.

Fiber is the No. 1 ingredient that consumers believe can improve digestive/gut health, according to research from HealthFocus International, Des Plaines, Ill. Next are probiotics, followed by grains, ginger, prebiotics, turmeric, collagen, postbiotics and beta glucan from oat or barley fiber.

Prebiotics cannot be digested by human enzymes. Usually the fiber is food for beneficial colonizing probiotics in the gut. The microbiota it supports grows and aids digestion, producing substrates that have a positive effect on health, often by increasing immunity and preventing disease.

Postbiotics are a new category of functional ingredients. They eliminate the need to add probiotics by acting as healthy metabolites produced by the microbiome, compounds that have real gut health benefits, including various enzymes, peptides, organic acids, fatty acids and more.

Gut health can also be influenced by what is not in the food. For example, eliminating lactose – the sugar found in milk – from the diet should improve gut health in people who lack the lactase enzyme needed to digest lactose. Some people find that eliminating fermentable short-chain carbohydrates, such as those found in cruciferous vegetables and legumes, as well as lactose, can reduce bloating and irritable bowel syndrome.

Reducing sugar can also support gut health indirectly, says Thom King, chief innovation officer, Icon Foods, Portland, Ore.

“This is because high levels of added sugar can affect the diversity of the microbiome,” King said. “Pairing a clean label sugar reduction system with fiber not only reduces glycemic impact but creates room for messaging like ‘less sugar + prebiotic fiber = better-for-you indulgence.'”

The presence of certain proteins is also important. Some people have digestive sensitivities to certain proteins. For example, some who thought they were lactose intolerant now know that they are sensitive to the protein beta-casein A1, which is found along with beta-casein A2 in cow’s milk.

In these consumers, the digestion of betacasein A1 produces peptides associated with digestive discomfort. Discomfort is not a problem when digesting the A2 betacasein protein, so farmers are now genetically testing cows and separating those that only carry the A2 betacasein gene. Milk, and products made from A2 milk, command a premium price.

Alec’s Ice Cream, Petaluma, Calif., makes a gut-friendly ice cream called Culture Cup. One serving container has probiotics plus prebiotics. The ice cream is made from A2 milk, which is known to be easier to digest and richer in nutrients like omega-3 and conjugated linoleic acid.

Dutch Farms, Chicago, promotes on its product cartons that lactose-free milk is “real milk without the discomfort.” Seattle-based Darigold offers Nutrition+ Whole Milk, which is milk enhanced with prebiotic fiber to support digestive health. And Danone Canada has Activia Expert. One serving of probiotics, plus prebiotics and 6 grams of protein.

It’s not just milk

All kinds of companies are starting to compete in the gut health space. WK Kellogg Co., Battle Creek, Mich., now offers Kashi Gut Health Granola, which is made with whole wheat, prebiotic chicory root fiber, gut-activated cultures and a blend of nuts, seeds and fruit. The probiotic culture – Bacillus subtilis DE111 – is intended to remain stable until it reaches the gut.

NextFoods, Boulder, Colo., is expanding its GoodBelly brand with Protein + Probiotics Smoothies, a dairy-free alternative to traditional kefir. As early as 2027, the company will release GoodBelly for a Clear Mind, a drink formulated to support mental clarity through the gut-brain connection. These include postbiotics, L-theanine, green tea extract and fruit polyphenols.

Even children’s snacks are more convenient. PIM Brands Inc., Park Ridge, NJ, now offers Welch’s Probiotic Yogofruits. Each serving combines a fruit center as the main ingredient, and a layer of yogurt that produces probiotic cultures and 3 grams of fiber.

“With consumer demand for gut-friendly foods, probiotics and fiber becoming top priorities in the snack aisle, it reflects a broader shift toward snacks that support digestive health,” said Lisa Eustic, senior vice president of marketing, snacks, at PIM Brands.